In the case study “Bottled Water vs. Tap Water: Understanding Consumer Preferences” Miguel talks about the increase in bottled water drinkers. Experts believe that American tap water is the cleanest. So why choose the overpriced water bottle and then the good old sink faucet. Is it a trend? What the author of the article considered two main sections: dissatisfaction with the taste of tap water and health concerns. Other factors he also spoke about were demographic variables and the perceived quality of the water source. A 4-year study conducted by the NRDC concluded that most bottled water is of good quality, however, traces of bacteria and synthetic organic chemicals were also found in 23 of 123 brands tested (Miller and Spoolman) . The reason why some people consider bottled water safer than tap water is due to the countless advanced treatments they undergo to ensure it is safe to drink. But in reality, bottled water is less regulated than tap water, and the EPA contamination standards that apply to public water supplies do not apply to bottled water. A third of all bottled water suppliers disclose nothing about the treatment or purity of the water they sell (Miller e